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Digital ads take on vaping: can a scroll change a habit?

NCT ID NCT04867668

Prevention Sponsor: George Washington University Source: ClinicalTrials.gov ↗

What the study statuses mean

This study's is highlighted.

Recruitment status, easiest to join first

Recruiting now
This trial is taking on new participants right now.
Not yet recruiting
Registered, but not yet taking participants.
By invitation only
Not open to general applications. Only people the study team invites can take part.
Paused
Paused for now. It may or may not start again.
Ongoing
Running, but no longer taking on new participants.
Completed This study
The trial has finished. Results may not be published yet.
Stopped early
Stopped early, before it reached the end. That can be for many reasons, including safety.
Cancelled
Cancelled before anyone took part.

Expanded access (not trials)

Expanded access
Not a trial. This treatment can be requested outside a study, case by case, for people who qualify.
Expanded access (paused)
Not a trial. The treatment can normally be requested outside a study, but is unavailable right now.
Expanded access (ended)
Not a trial. The treatment could once be requested outside a study, but no longer can.
Approved
The treatment has been approved, so it is available normally rather than through this programme.

When the status isn't known

Details not published
The full record has not been published yet, so there is little to show here.
Status unknown
This status has not been confirmed recently, so it may be out of date.

First seen Jun 25, 2026 · Last updated Jun 27, 2026 · Updated 1 time

Summary

This study tested whether anti-vaping and anti-smoking ads on social media can prevent tobacco use in young adults ages 18-24. Researchers randomly assigned 2,800 participants to see different amounts of digital ads and measured their vaping and smoking habits over 30 days. The goal is to find out if online campaigns can effectively discourage tobacco use in this age group.

What this could mean

Our plain-language read of the trial. This is informational only, not medical advice or a prediction.

Active substance
Anti-vaping and anti-smoking digital advertising
What this could lead to
If successful, this could show that social media ads are an effective way to prevent young adults from starting to vape or smoke.
What could go wrong
This is a completed study, but results may not apply to all young adults since participants were from a specific online panel. The effect may also depend on how much ad exposure people actually get.

This is an AI summary of the original study and may miss details. Read our disclaimer.

Study facts

What this study's own registry entry says, in plain language.

Phase

Not a phased trial

Phase numbers describe drug development. The registry uses this when they do not apply, as it does for trials of devices, procedures or behaviour changes, and for observational studies.

Participants

2,800 people

The number who actually took part.

Started

Feb 2021

Finished

Feb 2026

Lead sponsor

Other sponsor

The registry's catch-all category, for sponsors it does not file as a company, a government agency, or a research network.

Who can take part

This study's own entry requirements. Only the study team can say for certain whether you qualify.

Ages

18 to 24 years

Sex

Anyone

Healthy volunteers

Accepted

You do not need to have the condition being studied to take part.

Show the full entry requirements

Copied word for word from the study's registry entry, so the wording is the study team's rather than ours.

Inclusion Criteria: * Young adults age 18-24 who are members of the Ipsos/Knowledge Panel Exclusion Criteria: * Those who do not meet inclusion criteria

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Conditions

The condition(s) this trial relates to.

nicotine dependence Smoking Tobacco Use Vaping

As listed by the trial registrant

The condition terms exactly as the trial's registrant entered them.

Tobacco use

Contacts and locations

Locations

  • The George Washington University Milken Institute School of Public Health

    Washington D.C., District of Columbia, 20052, United States

More trials for these conditions

Other studies related to the condition(s) this trial covers.